Exercise $5\mathrm{.}6$: make minor changes for major impact

It's frequently a lot of little things that work together to create a great or not$-$sogreat experience for our audience in the data communications we design. This means that small changes can have big impact in improving our visual designs. Let's look at an example and also practice how these modifications can add up to help us take work from acceptable to exceptional.

Let's say you work at an advertising agency and have been asked to assess a recent six$-$week ad campaign for a client. The data you are focusing on is incremental reach, which you measure "per $1,000$ impressions." You have a colleague who did a similar analysis for a different client recently, so rather than start from scratch, you've updated her visuals with your data as a starting point. Next, you want to edit and refine.

Figure $5\mathrm{.}6$ shows the visual you've created. Spend a couple of minutes to familiarize yourself with the details, then complete the following.

Incremental Reach per $1,000$ Impressions

Digital platforms proved successful at reaching new viewers later in the campaign that were not exposed to TV ads.